by Nathan S
When people work towards improving their online presence, there are a lot of different algorithms and data tricks that they try to manipulate (or hire someone to try and manipulate). And there’s a ton of indicators out there to help. With metrics like Klout and EdgeRank, it’s no wonder that many see social media as this big, mysterious game played by marketing experts to try and win business for clients.
However, I don’t think that social media marketing needs to be this big, complex thing. It certainly can be, and you might find some extra benefit to making it such, but I think that on a level, basic works fine. Rather than focusing on surveys, special offers, and apps, I think some companies might see a great deal of success with something much simpler: customer interaction.
I’m not the first person to propose this idea. In his blog post, “Sometimes, A Simple (Social Media) Reply is All it Takes,” Matt McGee outlines this principle of customer interaction on social media.
The truth is, many people enjoy social media because it has a perceived honesty and closeness. As such, one of the best things you can do to market your company on this platform is to play to its strengths. These are platforms which allow you to reach your customer in a relatively intimate way. Rather than using it to advertise to them, Matt McGee advocates using it to respond to specific customer complaints, requests, and statements on the page.
Did you know that when a customer complains on Twitter, the large majority of them want to hear a response? 83%, according to a survey conducted by Maritz Research. Furthermore, that same survey showed that no less than 38.4% of Twitter users expect companies to read their tweets. They expect you to read. They want you to respond.
If you are looking to get ahead with your online media marketing plan, knowing this one fact–That customers expect you to read what they have to say, and want your response, can get you a long way. Focus on responding to your customers and fans and you’re already doing better than a lot of companies out there. Conversation is what strengthens real life relationships between companies and customers, and this relationship-based model translates extremely well on social media networks.